TaxiApp
2026
UX Research
User Flow
Wireframes
UI Kit
Brand Identity
Multi-Operator
Taxi Platform
Taxi Platform
Product Design Case Study
About the project
My role
I acted as a Lead Product Designer and concept initiator.
Defined the product vision, developed the brand strategy, and built the UX architecture of the service.
Made key decisions regarding positioning, visual system, and overall user experience.
Defined the product vision, developed the brand strategy, and built the UX architecture of the service.
Made key decisions regarding positioning, visual system, and overall user experience.
Timeline
Concept and visual system development — 3 weeks.
UX exploration and interface design — 2 weeks.
UX exploration and interface design — 2 weeks.
Project format
Product Concept.
Designed as a scalable service model with focus on market competitiveness and potential MVP launch.
Designed as a scalable service model with focus on market competitiveness and potential MVP launch.
The taxi market is saturated with multiple operators.
Users often:
- Open 2–3 different apps
- Compare prices manually
- Waste time switching between platforms
Problem
There is no unified interface where users can compare operators and choose the best option in one place.
FLEXI is a multi - operator taxi platform that:
- Aggregates taxi providers
- Displays real-time pricing
- Enables smart comparison
- Reduces decision-making time
I designed a scalable platform that optimizes taxi selection and pricing transparency.
Product Thinking
Market Problem
Users don’t clearly understand real ride pricing and are forced to compare multiple taxi apps manually.
Insight
People don’t choose “a taxi app” — they choose a balance between price, arrival time, and reliability.
Solution
We change the entry point of the process:
first selecting a tariff → then comparing operators within the chosen segment.
This reduces cognitive load and makes the decision process more transparent.
first selecting a tariff → then comparing operators within the chosen segment.
This reduces cognitive load and makes the decision process more transparent.
- Reduce time to order
- Build a scalable design system
Product Strategy
Why it matters
- Time efficiency
- Price control
- Informed decision-making
- Increase pricing transparency
- Combine tariff and operator comparison
- Real competition inside one interface
Associations
Brand Personality
Product Strategy
Confidence
City at dusk
Movement
Headlights
Technology
Control
Fast
Transparent
Urban
Confident
Reliable
Smart
The brand is not playful. It is rational, tech-driven, and straightforward.
Positioning
FLEXI is not just a taxi ordering service.
It’s a decision-making platform.
We give users control over price, timing, and operator within a single interface.
Not “book a ride”, but choose smarter mobility.
We give users control over price, timing, and operator within a single interface.
Not “book a ride”, but choose smarter mobility.
Tone of Voice
Short sentences.
Clear language.
No hype.
No exaggeration.
Example:
“Compare tariffs.”
“Choose your operator.”
“Fixed price.”
Branding
LOGO
Brand сolors
Primary background color used for main surfaces, cards, and content areas. Also used for text on dark backgrounds to ensure high contrast and accessibility.
Violet and Yellow are primary brand colors.
They define recognition, emotional tone and key visual identity across digital and physical touchpoints.
They define recognition, emotional tone and key visual identity across digital and physical touchpoints.
Supporting colors used for system states, feedback, and functional UI elements.
Green — Success states, confirmations, active indicators
Red — Errors, warnings, destructive actions
Green — Success states, confirmations, active indicators
Red — Errors, warnings, destructive actions
Core UI colors
Main colors
Main colors
Typography
UX architecture
User Journey Map: “Passenger Role”
User Journey Map: “Passenger Role”
Legend
Brand Personality
Connecting Two Paths
Wireframes (Low-Fidelity)
Early UX validation phase
Address confirmation and plan selection
Selecting a payment method and linking a taxi
Address selection
Wireframes (Passenger)
Core Flow Wireframes
Find a taxi and book a ride + coupon
Find a taxi and book a ride + coupon
Wireframes (Driver)
Order fulfillment path
UI Direction
Transition from structure to visual system.
Brand colors, typography, and components form a unified interface.
Prototype Micro-Interaction
This approach helps recreate the feeling of a native mobile app launch and makes the prototype interaction more realistic.
An interactive prototype of the launch screen was created to simulate the real app startup experience.
Passenger Flow
Driver Flow
linkedin: /in/sergey-ostaev
Email: sergiys1997@gmail.com
Telegram: @Sergey_Designer
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